THE ULTIMATE PRODUCT RELEASE
Educate, Engage & Personalize Your Product Offers
Leupold's CDS Riflescope Launch Experience
Leupold wanted to understand if their marketing blitz around their Custom Dial System was working. After a few months of launching videos, tapping ambassadors as well as running ads and social stories, it was time to see if the audience understood the differentiated value in their CDS product line.
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It was also time to ramp up sales. They knew sweepstakes were the fastest way to get their addressable audience engaged (including the customers of their competitors'), but also wanted to create a personalized recommendation on why each consumer could benefit from the device.
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The sample experience below has been changed considerably for your demo, but the core tenets remain intact. Here's the what, why and some of the how behind this incredibly successful and repeatable tactic.
The Overview
We created a standard sweepstakes that was embedded on a landing page within their site. The carrot was free gear and it was promoted across all marketing channels. This drove traffic and awareness to the short visual quiz that educated the entrant about the unique features of the CDS product. Even if they got the answers wrong, we shared the correct ones and explained how the CDS worked. This data was mapped to their CRM so future personalized content could be sent via email to individuals reinforcing the features they didn't know existed.
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We also collected purchase intent: when, where and how much they would spend on a riflescope in the future. This data is mapped to over a dozen different product and channel offers that are sent via email. We also collected sweeps and general marketing opt in data assuring we suppressed anyone who did not opt into long term marketing while still retaining the ability to communicate via transactional emails related to the sweeps winner announcements.
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Part of what is happening behind the scenes includes data processing that transforms answer data to more relevant formats for use in content injection, along with automations that add tags, score and add, remove or suppress contacts as needed. This ultimately routes entrants into a number of content nurture campaigns based on their own data. Our strategic services within their CRM also considers if the entrant has engaged with the brand previously or is a net new lead to apply future business and marketing rules.
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The results from Leupold's first quiz-styled campaign were incredibly insightful as to how effective their marketing was to date along with which marketing channels made the most impact. The ability to support dealers and retailers alike with a unique redemption code is something we have provided with measurable revenue lift across other clients such as Bowtech, Excalibur Crossbow and a handful of others. We can even provide a solution for dealers to register unique codes that is ubiquitous and streamlined, even at the point of sale.
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Take the sample below, use a real email address and watch how your answers trigger a unique email offering. If you wait 5 mins between multiple entries you can change your answers to see how the emails differ.